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Business Breakthroughs for Photographers: Part VII

3/10/2025

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Old enough to remember the old ban deodorant commercial? The tagline was, "You never get a second chance to make a first expression. Never let them see you sweat!"

Throughout the year I do a lot of website reviews, and so many of you are missing an opportunity to make a solid first expression. A visit to your website needs to be a great experience. Just like shopping at Macy's vs. Nordstroms - you've got a choice to make in the experience you give visitors to your website!

Is Your Website Exciting or Would it Put a Rock to Sleep!

Here are some ideas: easy fixes and things you can do NOW before business hits Spring seasonality.

  • Load Times: Don't just assume your website is loading the way you intend it. Check it on different browsers. It's estimated that 85% of the consumer market is on Chrome or Safari, followed by Edge and Firefox.
  • Navigation: Is your site easy to scroll through, or do you need a team of miners to find the most important components and information? Don't make visitors mine for the information you want them to see the most.
  • Mobile Compatible: Your website has to be accessible and easy to view on a phone as well as a computer. Google estimates that 60% of Internet traffic is accessed via mobile devices. 
  • Great Images: It's all about quality, not quantity! Stop showing images that anybody's Uncle Harry could capture. Every image you share, including your own headshot, should scream "PROFESSIONAL!" Stop filling up your galleries with average photos.
  • Policies Don't Belong on Your Website: Too many of you have policies that would scare an IRS auditor. Save the policies on cancellations, refunds, etc., for the contract discussion, and stop scaring people away before they fall in love with your work.
  • Contact Pages: Give people a way to contact you directly. There's no excuse for not listing your phone number! Make your phone a dedicated line for your business.
  • Respond Quickly: There's no such thing as responding to any contact too quickly. Consumers have so many choices. Great customer service starts with your first response to being contacted.  
  • Continuity: Now and then, I review a website that looks like it was built by different contractors on a house. The home page has a distinct look, but the following pages don't seem to fit in. There's no excuse today for a website that's anything but upbeat and great-looking! DIY has its limits, and while some of you have the skillset, too many of you have been building things as you go along and need help.

While somebody will challenge me on this, you can't be in business today without a website. I also still feel a blog is important. Why? Your site is about what you sell, and your blog is about what's in your heart. Both work together, much like advertising and publicity. Together, a great website and blog can open doors, build trust, and help establish your reputation as a professional photographer.

But just like discussions on Facebook forums now and then about what photographers wear when shooting a wedding, you've got to dress the part. You've got to dress for success! ​ These days, your website is the equivalent of a brick-and-mortar store - make a visit, starting with your audience walking through the front door, that's memorable and a fun place to "shop."
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Your Decisions Control Your Destiny

3/7/2025

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I am not a product of my circumstances. 
I am a product of my decisions.

Stephen Covey
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by Skip Cohen

A few weeks back, I started sharing a quote each week from what's become one of my favorite motivational books, One Day At a Time by Lou Mitchell. Reading something inspirational first thing in the morning gets the gears in my brain moving in the right direction. The quote above was for today, March 7, and Mitchell went on to write:

Life often throws unexpected challenges our way, but it's our decisions that define us. Stephen Covey's words remind us that we hold the power to shape our own destiny. Rather than being passive victims of circumstance, we can choose how we respond to life's events.

And there it is, my whole point to wrap up the week. It's the decisions we make that lead us closer to our goals or push us farther away. Here's a great example from a few years back during the pandemic:

JP Elario is a remarkable photographer. When the pandemic hit, everybody was a victim of how it changed our lives, especially if you were a business owner and photographer. Well, JP looked at the challenge and created Facetime Portraits. He worked with his bridal clients, and captured stunning engagement portraits using Facetime, combined with his understanding of lighting, posing and composition.  

When most photographers were desperately looking for ways to save their business, JP built a new income stream for engagement photography. His story was later picked up by the 6:00 PM news in Albany, which added to his brand awareness. Facetime Portraits didn't completely replace the lost revenue from photographing weddings, but it did create a new income stream.  At a time when other artists were acting like a deer in your headlights, JP didn't let the panic of the pandemic slow him down. I grabbed a few of JP's images below to make my point.

Too often, we're victims of our own decisions, NOT the unexpected circumstances that arrived on our doorstep.

Wishing everybody a weekend ahead loaded with great decisions and time to reflect on all the things you can do to move closer to your goals.  

Happy Friday!

"Innovation distinguishes between a leader and a follower."
Steve Jobs
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Images above copyright JP Elario. All rights reserved.
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Business Breakthroughs: Part VI

3/3/2025

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by Skip Cohen

With WPPI coming up, here's a list of tips to ensure you get the most bang for your buck—and they work for ANY conference or convention! It's hard to get away, even at this time of year. But when you do, especially for a convention or conference, you want to get the most out of it.

In scuba diving, there's an expression, "Plan your dive—dive your plan!" You've got limited air and limited time, and it's always important to have a buddy. Well, a convention is no different. You've got to plan your trip, make the most of every minute at the event, and come home with ideas to improve your skillset and build a stronger business.
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  1. Why are you going to WPPI? It might sound like a stupid question, but some of you go to party, others to buy, and more of you to learn and network. Before you get there, figure out what the most important thing you want to get out of the show is.
  2. Check the weather forecast for Vegas! It's pretty obvious we've aggravated Mother Nature this year around the country. Over the years at WPPI, there have been times when we had lunch outside by the pool and others when we had snowball fights. You're going to be out in the evening, so pack accordingly. I know this seems so basic, but I'm amazed how many people never check a few days before.
  3. What companies do you need to visit? Take a few minutes and look around your office, studio, or the trunk of your car. Isolate every product you use as a photographer, and put the manufacturer on a list. Now, look at every company whose services you use. Your lab, frame company, web design, album company, etc., should all be on the list. Your first goal BEFORE you get to the show is to isolate every company involved in your business.
  4. New products and companies: Are there products you need for your business or new services you require? One year at WPPI, forty-five album companies were exhibiting, and probably twenty-five to thirty labs. If you're looking for new companies and products, this is the time to go exploring. 
  5. Visit the WPPI website: Find out BEFORE you get there who's exhibiting from your vendor/supplier lists. Your goal is to meet at least one staff member at every company on the list. This is a critical component to building an effective network. Here's the link.
  6. Check out print competition: Arrive early enough to attend print judging. It's one of the most valuable educational experiences you can have. Pick any judging room and go in and sit down for an hour at least. Listen to the comments from the judges and think about your own work.
  7. Walk through the print exhibit. This is a terrific time to get a feel for the trends in imaging because you'll see just about everything in the images submitted for competition.
  8. Walk the trade show, aisle by aisle! One of the best things about any convention is finding out about companies you may not have worked with before! Start in one corner of the show and work your way through EVERY company exhibiting, even if they're showing products you don't use.
  9. Wear comfortable shoes. You'll be on your feet all day—this is about function, not styling!
  10. Bring business cards and some images. I've always liked being shown a 5x7 or 6x9 collage of a few images on a postcard, with the photographer's address and contact information. Unless you've made an appointment in advance, most exhibitors won't take the time to look at a portfolio, or a phone/laptop chocked full of images. However, leaving a card stock piece or brochure with a vendor and contacting them after the show can have a lot of impact.
  11. Remember to say "THANKS!" When you do get time with an exhibitor you've wanted to meet, send them a short note a few days after the convention. It's the perfect soft-sell way to follow up and lock in more awareness for your role as an artist.
  12. Make plans for breakfast and dinner meetings NOW. Reservations don't come easy in Las Vegas anymore, and if you're going to be headed out for dinner, it helps to know where and when you're going. Think about making a couple of reservations in advance, even if you don't know who you'll be having dinner with!
  13. Update your phone book! Make sure you have the cell numbers for friends and associates you want to catch up to. There are few things as frustrating as wanting to meet somebody is at a convention, but having no way to contact them.
  14. Put the "social" into social media. So many of you have friends you talk to all the time online but have never physically met. You hang out in various Facebook forums with them and share a lot of great discussions about photography. Check to see who's going to be at WPPI and set up time to get together. It's a lot of fun to physically meet people who you've talked to regularly, but only in cyberspace!
  15. Lunch is tough to do at WPPI because everyone hits the food courts at the same time, along with the restaurants. That doesn't have to be bad, just plan who you're having lunch with and how much time you need.  
  16. Check out special programming going on in the various booths. Many of the exhibitors have speakers in their booths doing short presentations. These programs give you a chance to fine-tune your skills and, at the same time, expand your network.
  17. You snooze, you lose! Look, I was young and stupid once, too, and there are few things as fun as going out with friends and bar-hopping in Las Vegas. However, you're at the show for a reason, and if you need to sleep in late the following morning, your evening out with friends might become the most expensive investment you make in the show if you miss appointments or presentations you had planned to attend.
  18. "Growth only happens outside your comfort zone!" Look over the programming — plan which speakers you want to hear in advance. Plus, always pick at least 1-2 programs entirely out of your comfort zone. 
  19. Bring a camera...a real camera. Phones are fine, but you want to get some images you might want to use later on for press releases, your blog, Facebook, etc. You don't need your regular gear, but a decent camera will still produce better images than your cell phone. Look for opportunities for pictures with vendors and those speakers you admire.
  20. Call your insurance agent! If you're taking any serious camera gear with you, check to make sure you're adequately insured. I remember one year, a woman left all her camera gear in her room but did not check to make sure the door closed completely when she went out for dinner. Everything was gone when she got back, and she was NOT covered by her insurance. Another photographer had two lenses lifted out of his camera bag while he was listening to a presentation.
  21. Publish a couple of press releases! Let's talk about those pictures you're taking while at the show - use them for your own publicity campaign. For example, let's assume you want to expand your business and you're attending a few programs outside your comfort zone. Get a photograph of you and the speaker, and then write a short post about expanding your business into that new area of expertise. The same goes for any new equipment you might be looking at and buying at the show. A large format printer, for example, would be a great topic for expanding your services to the community. In the same respect, working with a new lab would give you access to new products to talk about.
  22. Utilize their assets without depleting yours! Get yourself approved with a leasing or a credit line before you leave for Vegas. If you're going there to shop for new gear, it's so much easier when you know what you can afford before you hit the convention floor.
  23. Talk to the people around you when you attend any program. A photography convention like this is unique because everyone is there for the same reasons. Make it a point to get to know the people sitting on either side of you. It's amazing what you can learn by just talking to each other and building your network.
  24. Talk to the icons! I'm always amazed by how many of you are intimidated by your favorite photographers. The truth is they're there to teach and meet other photographers interested in their work. Just walk up and introduce yourself and thank them for whatever inspiration they've given you. They don't bite!
  25. Analysis Paralysis: Take time at the end of each day, before your head hits the pillow to do a quick overview of who you saw, what you learned and what companies you can scratch off your list. If you wait until you get home after the convention it will be too late!

The one thing I find most frustrating with attendees at a big convention like WPPI is they just haven't planned their trip. They got their tickets and made it to Vegas, but then everything fell apart. Plan your WPPI experience, so you're not wasting time and, even more importantly, your money. Nothing beats the experience of a great trade show and convention, but it's up to you to get the most out of it.

And speaking of getting the MOST out of things - this is the sixth installment in Business Breakthroughs. So far I've covered everything from breaking out of your procrastination mode to new clients, building your brand, paying attention to your demographics and even content ideas for your blog or social media. ​
The links to each post are below - just click on any banner!
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Breakthroughs for Photographers: Part V

2/24/2025

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by Skip Cohen

It's Marketing Monday and we're past the halfway point of the slow season. It's the perfect time to share ideas on expanding your target audience and finding new opportunities for the year ahead. 

Business Breakthroughs, is a series to help make your message as a small business owner and artist stand out. I want to help you breakthrough and crush the chaos that gets in the way of the messages you send to your target audience.​

There are too many of you who thought just by opening your business and hanging a sign; customers would flock to your door. Well, it doesn't work that way. Think about how much noise is in our lives. You've got to find ways to get through that noise and utilize your very best marketing tool - relationship building.
If opportunity doesn't knock, build a door!
Milton Berle
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Whether you've recently just started or you're a seasoned pro trying to jump-start an established business, you've got to look for new opportunities.  No matter what line of work you're in, every business has the same challenge: finding customers and keeping them. You've got to find that sweet spot that makes you different from what everybody else is doing.

Own your zip code: When was the last time you got out and literally knocked on doors to introduce yourself to every business in the community?

When I was a kid, I remember moving to a new neighborhood. A woman from "Welcome Wagon" came by the house to introduce us to the community's vendors. She left a basket of goodies, coupons, and information. You need to do the same thing, with or without a goodie basket.

Plus, we're coming into Spring seasonality with Mother's Day, proms, graduations, and Father's Day. This is the perfect time of year to meet every business owner in your community. You don't have to sell them anything; just wish them a terrific upcoming Spring! Remind them you're a photographer and artist and there to help with any imaging needs they may have.

All of your past clients: Everybody is so busy looking for new clients that they forget about building relationships with their existing base. These are people who already know you and have other photographic needs or friends who do, but you've got to stay in touch. Holiday and birthday cards, emails, phone calls, and even a personal visit here and there are all perfect ways to keep in touch. Remember, a great business is built on a foundation of relationship building!

Buy a List: These days, you can buy a list based on virtually anything and sort it right down to specific zip codes and even email addresses. For example, parents who send their kids to summer camp are a great target for family photographers. If you're a maternity/newborn photographer, the target audience is obvious - new parents. And don't forget the older crowd - what does grandma miss the most? Her grandchildren and it's a common complaint that they want more photographs. It's the perfect gift idea to plant the seed for a new family portrait.

Partnerships: I've written so much about not flying solo! Other businesses, including photographers, are the perfect partners to create excitement in the community. New alliances can be just what you need to "build some new doors."  It can be as simple as sharing the cost of a mailing to actual cross-promotions of each other's products/services. Again, Spring is almost here, and you're going to be meeting so many different people at community events as everyone comes out of "hibernation." Think about those people you meet who might be terrific partners in the future.

Social Media: Each day, you have an opportunity many of you miss to expand your presence on social media. For photographers, those new doors are through a well-done blog, Facebook, Twitter, Instagram, and whatever new platforms are opening to reach new potential clients. Don't forget LinkedIn, which has a growing community and an interest in imaging. However, you've got to pay attention to your presentation, the quality of your images, and being helpful in what you're sharing.

Pet Photography: In the hierarchy of why people hire a photographer in the portrait/social categories, the top three reasons are brides, babies, and pets. It's also the perfect specialty to open a whole new category of other businesses to partner with, like vets, groomers, daycare centers, boarding, dog parks, etc.

Teach a Class: Most of you are qualified to teach at least an introductory imaging class. Help your target audience become better artists, regardless of what they use to photograph. Lighting, composition, posing, etc., are all skills you use every day. Now is the time to get the word out in your community for a "clean up" campaign. Have some fun with the concept, and clean up all the bad photographs!

Community Involvement: There's no such thing as being too involved in your community. Now is the time to build new relationships and grow brand awareness for your expertise as an artist. And your involvement doesn't have to include a camera in your hands - even helping in the refreshment stand at a high school basketball game will increase your exposure to members of the community.

Host an Open House: Again, it's a topic I've written a lot about in the past. You don't have to have a studio to host an event like this. Find a place with the space you need, bring in a partner or two, and then host an event to celebrate Spring. Working with partners, you have other databases to draw from as well. And don't forget to make sure the various community influencers are invited. Check out this past post featuring an open house Chamira Young did many years ago when she first moved to a new area.
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You know how to focus your camera, but what about your business? Opportunities are everywhere, but you're the one who has to can find them!

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Making Time for What's Most Important

2/21/2025

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"You will never find time for anything. If you want time, you must make it."
Charles Buxton
by Skip Cohen

​I always try and keep it light as we head into the weekend, especially in the "slow season." Here's a thought as we hit the last weekend in February:

A photographer I've known for a fairly long time asked me for some help in determining where his business needs the most attention. I was happy to give him a hand, but he never came back with what he needed me to look at in his business. When I contacted him to see what had happened a few months later, his response was, "I just haven't had the time."

This is a short post today: While we can't stop time or hit a magical rewind button, we do have control of our time, but it doesn't just happen. When there's something we want to do, it's only going to happen if we MAKE the time.

Lou Mitchell, in his book Positive Thinking - One Day at a Time, wrote:

... time is one of our most precious resources, yet it often feels scarce. Waiting to find time for important activities and goals is futile...Reflect on your daily routine. Are there activities you wish you had more time for? How can you adjust your schedule to make time for these priorities? What steps can you take today to start making time for what matters most?

Just two points today: Take a little time and review your priorities. So often, just when we start to get a little momentum on something, we're distracted. We take our foot off the gas and slow down - like a gaper's block driving past an accident on the freeway. 
You can't do big things if you're distracted by little things!
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Second, by staying overly focused on our cell phones, we're always reachable. Put phones together with email and social media, there's no place we can hide. Too many of us take every call and never say "No," when asked for help. I'm not suggesting you say "No" all the time, just prioritize better. You can't be everything to everybody, but you can find balance. You can be present for the things that matter most.
The concept of always being reachable makes us present nowhere.
Peter Arvai
Wishing everybody a terrific weekend with time for the things that are most important in your life!
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Breakthroughs for Photographers: Part IV

2/18/2025

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by Skip Cohen

​​I restarted this series to give you ideas on how to build a stronger business, no matter what the challenges were! Most of you are right-brain creative types with too little focus on growing your business. Many of you don't think of yourselves as small business owners. Even if you're working for another studio, imaging is a career choice that lends itself to freelance assignments, and you're ALWAYS building your brand.

Even through it's the slow season, it's not who you know but who knows you! Here's a list to help you keep your name out there in the spotlight. Your goal is to create top-of-mind awareness, so anytime somebody is thinking about photography, your name comes up first.
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  • Stay in touch with your past clients: Years ago, a well-known family photographer told me that her business annually was made up of approximately 65% of her past clients. So, she made it a point to keep in touch with them throughout the year, especially during the winter. There were no hard pitches, just a friendly phone call to find out how they were. And she made it a point to catch them on birthdays, anniversaries, and any other special occasions she knew about. 
  • Community Involvement: People like buying products/services from companies they perceive as giving back. What's great about being involved in your community is that it can start at any time, and it doesn't have to include a camera in your hands. Every non-profit has challenges getting the word out in the community, especially on fundraisers. Use your social media presence and/or blog to help them spread the word—be an ambassador!
  • Own Your Zip Code: Draw a circle around where you're based and start knocking on doors! Introduce yourself to the other businesses in the community...and IT DOESN'T MATTER WHAT YOUR SPECIALTY IS! My favorite example is a wedding photographer walking into a real estate office. Once you've introduced yourself, all you need to say is, "My specialty is wedding photography, but I've got an incredible network. If you ever need any help with anything photo-related, give me a call. If I can't help you directly, I'm sure I know somebody who can."  
  • Use Your Social Media/Blog: Your website is about what you sell, and social media/your blog should be about what's in your heart—post at least twice a week, same days, same times. Share stories/ideas relatable to your readership. Remember, you're building a community. Talk about the diversity of your skill set. Share tips on photography, especially posing, lighting, and composition. Help your clients become better photographers, regardless of what they shoot with.
  • Teach a Class: Unless you started yesterday, you all have enough expertise to help the community raise the bar on better photographs, even if they're only shooting with a cell phone. Share tips on composition, lighting, fill flash, posing, exposure, and storytelling. For most of you, your target audience is "Mom," so help make her a better photographer. 
  • Partnerships: You don't have to fly solo all the time! Look for opportunities to cross-promote with other vendors. A postcard mailer, for example, with two other partners, brings your cost down to a third. Best of all, all three partners become ambassadors for each other. And during spring seasonality and holiday time, here's your chance to cross-promote on discounts and each other's products as gift ideas.
  • Social Media: In the portrait/social categories of photography, that means being primarily involved on Facebook, Instagram, Pinterest, and whatever's cropping up on other platforms. But remember, there are no erasers on the Internet. Stay relevant to your audience. Don't engage trolls! And stay focused on your passion for people and your art. You know how to hold focus on your subjects with your camera - so maintain focus on your audience's needs. Use Facebook's birthday and anniversary features to keep track of key dates with your clients. 
  • Pick up the Phone: When in doubt, call a past client. Although I mentioned this above, everyone seems to have forgotten how to use their phone beyond texting. You don't need to be selling anything. The call's purpose is to let them know you're thinking about them and just want to know how everybody is. I suggest making at least two calls daily to past clients. 
  • Show Your Work: Years ago, Bambi Cantrell displayed her images in a local Starbucks. Helen Yancy, a past president of PPA, started out showing her work at a local diner. Offer to decorate your doctor's office. Think about it - almost every doctor's office is the same - BORING! Let's get some good photographs on the wall; all you're asking is to leave a stack of your business cards on the magazine table. 
  • Put Together a Networking Luncheon/Event: Every photographic specialty has other vendors in the community who don't compete directly but have the same target audience. For example, a wedding involves a caterer, salon, florist, band or DJ, travel agency, bridal and tux salons, a bakery, limo companies, and wedding planners. Invite one from each category for lunch in a local inexpensive restaurant with a private room (everyone pays their tab). You're getting together to talk about the business, trends, and anything that comes up, and in the process, expand your network.
  • Career Day at ANY School: If we've learned nothing else from the toy manufacturers - the way to get to Mom and Dad is through their kids. Every school needs help with special programming. Offer to do a career day presentation and talk about what it's like being a photographer. Don't be boring and just talk - show photographs, special techniques, and things they can do with their cell phones!  Here's your chance to make education more fun and position yourself as the community expert on imaging.
  • Build a Community Calendar: Everyone is always looking for new blog content. So, keep a calendar on your blog of upcoming community events, primarily non-profit fundraisers. For each event you personally attend, share the story with a paragraph or two and photographs. It's a great way to build up your reputation as a community supporter and be more recognized.
  • Join Community Groups: From PPA affiliates to photography guilds to organizations like Kiwanis, Exchange Club, Rotary, and business networking groups, be involved. You're building a network of relationships.

Too many of you think there's nothing you can do to build your brand until business picks back up into spring seasonality. Relationship building is your most vital marketing tool, so set up a time every week to build your foundation of awareness beyond your skill set.

Author Scott Stratten says it best with the tagline of his book Unmarketing.
Stop Marketing. Start Engaging!
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Business Breakthroughs for Photographers: Part III

2/10/2025

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by Skip Cohen​

It's Marketing Monday, and I'm continuing with Business Breakthroughs, a series of tips to help make your message as a small business owner and artist stand out. I want to help you crush the chaos that gets in the way of your messages to your target audience.​

Whether you're blogging or simply sharing on social media like Facebook, for example, so many of you have trouble coming up with topics to write about. ​
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"But Skip, there's nothing to write about!"
As a photographer, you do things every day you take for granted. Let's help your readers become better artists. They're not going to open up down the street and compete with you. So, whether they use a real camera or a cell phone - let's help them raise the bar on their images. 

Remember, your website is about what you sell, but your blog or social media posts should be about what's in your heart! It's important to simply be helpful. And think about the demographics of your target audience, which for most of you is "Mom."
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  1. ​Composition: Teach them the rule of thirds, leading lines, and subject placement. You do it automatically, but they don't think before clicking the shutter.
  2. Posing: Help them with group shots, and let's get rid of those firing squad poses. For example, teach them how to position subjects with triangle placement.
  3. Lighting: Spend some time talking about lighting and when to use the flash. Backlighting is always an issue, and they don't understand, especially in winter when their images outside are too dark, even though it was a bright, snowy day.
  4. Have fun with in-camera special effects: Teach them to drag the shutter and panning.
  5. Storytelling: You're already an expert at storytelling and using detail shots to tell the story. Help them think through their vision before clicking the shutter.
  6. Conversion from color to black and white - everyone can do it, but it's up to you to help them understand how an image can have more impact.
  7. Cropping: Roberto Valenzuela used to do an exercise in his classes where he took one image at a wedding and showed how many other shots there were in that same photograph. This is about you helping them see their pictures differently.
  8. Things to do with their images: From sharing on social media to printing, give them ideas of things to do with their pictures. Most professional labs have little interest in working with consumers, so you might have to resort to Shutterfly for some examples. However, this is also where you can plant the seed of why you're a professional with ideas about framing and presentations.
  9. Subject matter: Back in my Polaroid days, we reminded consumers when they looked through the viewfinder, "What you see is what you get!" Remind them to move in close on those people shots.
  10. Post-production: Share tips on using products like Luminar. I love its user-friendly ease of use.
  11. Website display: Help your readers build their own galleries. This is where you can be so helpful in the storytelling theme of their work. Years ago, the legendary Ernst Wildi at Hasselblad taught me the difference between a consumer and a professional—"Consumers show you all of their shots!"
  12. Challenges through today's issues: A few years ago, this would have been about dealing with the pandemic. Today, it's the economy, bird flu, the fight with Mother Nature, and everything in between. Don't be afraid to share some of your own frustrations and how you're getting through them. But stay away from politics!
  13. Pets of the community: In the hierarchy of why people hire a photographer, pets are in the top three. Share photographs of pets around the neighborhood while at the same time demonstrating your expertise as a photographer. You could easily share one pet portrait each week, showing your skills and, at the same time, having fun in the community while still being physically distant.
  14. How to hire a photographer: Share tips on what to look for when hiring a professional photographer. Obviously, make sure you score high on every tip.
  15. Community Calendar: Build a calendar of community events and then keep it updated. This puts you in a role of support for each event and the groups/associations hosting them.
  16. Community events after they've taken place: Be there live or online to capture the event. Share those images with your readers, but don't forget to tag the key people who were responsible for the event as well.
  17. Community-relevant topics: For example, years ago, my good buddy Jared Burns ran a series about henna tattoos. He was interested in making the Indian community aware of his skills as an artist.
  18. Tips on presentations: framing, canvas wraps, slide shows—Call your lab and ask, "What's new?" New products are an excellent way to do more than just share ideas—they're a way to talk about new things you're offering.
  19. Gift ideas using photography
  20. Building a Legacy Program: Don't forget the renewed sense of family developed since the pandemic. Share ideas on the importance of generational portraits. Grandparents especially missed one thing the most - their family! So, give your readers ideas on projects that get grandma participating. For example, when did you last look at some of those old photographs with a senior family member? The stories that come out of their memories are priceless - and once the senior members of your family are gone, so are the memories.
  21. Places to photograph around the community
  22. Technology updates: Become a resource for your readers on new products involving imaging.
  23. Important camera gear and accessories
  24. Profile your favorite charity in the community
  25. Profiles of people/businesses in the community: Do an environmental portrait of people in the community. There's an almost unlimited supply of subjects, from your pharmacist to the chef at your favorite restaurant to a helpful manager at the local market. And with each profile post, you're pulling in the subject to be one of your ambassadors and demonstrating your skills.
  26. Photo projects for kids: From coloring book pages made from family portraits and events to keeping a photo journal, helping Mom and Dad with ideas to keep the kids busy during the pandemic is one more way to be helpful.
  27. Throwback Thursday: Sharing old images can remind clients that it's time for a new family portrait.
  28. Community photo contests: Invite your readers to participate with their images. You pick the topic, and they share their pictures.
  29. Using photographs with stationery and holiday cards
  30. How to show your best side with online video 
  31. Zoom and Skype: The pandemic launched us all into cyberspace meetings and staying connected socially with friends and family. Today, we're all involved with platforms like Facetime, Zoom, and Skype. Give your readers tips on better lighting and ways to upgrade their online presence!
  32. Cross-promotions with other vendors: Look for partners in your community with other vendors.
  33. Guest Posts: You don't have to be the author of everything you share on your blog. Plus, guest posts from other vendors/photographers gives you a little respite from generating content. For example, a wedding photographer might exchange content pieces with a florist.
  34. Growing your skillset: Share new things you're doing in your business as a result of workshops (on or offline) you've attended.
  35. Attending workshops and events: Here's a perfect example. If you were just at IUSA last week, share images from the convention and things you're working on. Are you headed to WPPI in a few weeks? You could easily do a live mini-broadcast from the floor in your lab's booth, showing a new style of print you're going to be offering, for example.​

And to take it a step further, some of you have the skills and ability to hold physical classes and photo walks to help your audience capture better memories. As their skills grow and you become more established as the expert in your community, you're opening the door for more advanced techniques. And at the same time, you're developing top-of-mind awareness when they need a professional photographer.

This might be the time of year labeled as the slow season in imaging - but it doesn't have to be slow when it comes to building your business!
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Want to Keep a Secret? Then, Don't Tell Anybody!

2/7/2025

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A secret remains a secret until you make someone promise never to reveal it.
Fausto Cercignani
​​by Skip Cohen

I love it when somebody tells me, "I want to share something with you, but you've got to keep it just between us!" I smile and usually say, "If you're really uncomfortable, don't tell me, but be assured nothing ever gets passed on." I'm proud of the fact I've never passed any of those secrets on, but here's my point. 

To start, it's estimated that 68% of the world is on the Internet....that's almost six billion people. That means that just about everybody you know lives in both the analog world and has some level of involvement in social media. The access we have to each other today is virtually unlimited...making the old "grapevine" a super highway of information. 

If you have something private and it would hurt somebody to repeat it, keep your mouth shut and keep it confidential. Every time somebody tells me to "please keep it quiet," I'm probably the 100th person who's been told. Add to the number of people who already heard the big secret before me; we're in an industry notorious for being too inbred!

By inbred, I'm referring to the fact that everybody I know has at least one other company under their belt before whatever they're doing now. Use my own experience as an example. I started working at Polaroid, then Hasselblad, followed by an Internet company and Rangefinder Publishing. At one point in the '80s, at least five people from my Polaroid days worked at Fujifilm. While at Hasselblad, I wound up on the Board of the Center for Creative Photography. Who was the chairman of the board? Peter Wensberg, past VP of Advertising at Polaroid.

Now, take anybody you know in the industry who's got a big secret and decides it's safe to tell just a handful of isolated people. Often, the excuse is needing a "sounding board" to bounce off ideas. Within a day or two, hundreds might know about it, and even more damaging might be the consequences if word got out.

It's like playing the stages of the Kevin Bacon game. Take anybody who's been around for more than ten years in photography, and I'm willing to bet you can connect them to almost anybody else in only three to four stages.

The moral of the story is: Don't share your secrets unless you want them released. And the best way to spread the news in the industry is to just tell somebody, "Please don't tell anybody but…"
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Business Breakthroughs for Photographers: Part II

2/5/2025

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by Skip Cohen

It's Hump Day, and I'm continuing with Business Breakthroughs, a series of tips to help make your message as a small business owner and artist stand out. I want to help you crush the chaos that gets in the way of the messages you send to your target audience.​

I'm always surprised by how many businesses, especially in imaging, don't spend a lot of time defining their target audience. How can you focus on the subject when you haven't paid attention to who the target is? It's like a maternity/newborn photographer opening a studio in a senior retirement village in Arizona! 

​It's Time to Define Your Target Audience! Every day, we get emails and snail mail that aren't relevant. They go into our spam folders or if snail mail into the recycling bin. I remember Levin Furniture, which had a new discount offer every month when we lived in Akron. As a consumer, we were buried in analysis paralysis trying to determine the best deal on their prices. They were caught in what I call riptide marketing - unable to break free or change without a potential loss in business. That's at least part of the reason why I believe Bed, Bath, and Beyond is now in the past tense!

So, let's come up with some ideas to help you get more targeted with your promotions:

  • Do you know your target audience? I've written so much about demographics and the importance of having promotions that excite your potential client base. If it's a dud and you're not excited about it, then don't launch it! It has to appeal to your audience, but you have to know who they are!!!
  • Use your social media to create more excitement. Your website is about what you sell, but your blog and sharing on social media are about what's in your heart. Use your blog and posting on Facebook for example, to help build a stronger relationship with your readership, which should be your target audience. For most of you, that means Mom! Remember, women make 98% of the purchase decisions to hire a professional photographer in the portrait/social specialties.
  • Pay attention to where you're spending your advertising dollars. Advertising isn't just about print media but includes you being everywhere your targeted client goes. That means websites, email, direct mail, events in the community, and publicity.  When you do pay for advertising, pay attention to the demographics of the publication/website. You need to pick communication vehicles relevant to your audience.
  • I keep writing this, and some of you just don't get it! Discounting should be a last resort. Develop programs with added value rather than a discount. Put yourself in their shoes. Do you honestly get excited about any discount today that's 20% or less? We're so conditioned to discount programs. We automatically assume the retail price was initially too high, to begin with! However, the added value of an additional album, framed print, or an extra hour or two of coverage at an event can have powerful appeal. Pick up the phone and call your lab for a start. They're constantly developing new products and programs to help you create stronger reach with your audience. All it takes is a phone call to ask, "So, what's new?"
  • Partnerships: Joining forces with at least two other companies targeting the same audience expands your reach and reduces your costs by two-thirds. For example, a wedding photographer, florist, and bridal salon all share a common target. Yet each entity has its own database that, when combined, can give each company a significantly larger reach.
  • Most importantly, Pay attention to the big picture and look at your promotional calendar for the entire year. Don't look at any one promotion as a single entity. All of your promotions together need continuity from one event to the next. You don't want to be reactionary all the time but have a planned-out series of activities and programs. This will give you the time to align yourself with the appropriate partners, advertising, and publicity elements you need for success.

There's no such thing as knowing too much about your target audience. There's a great line I've used for years, thanks to Ed Foreman, a motivational speaker from Texas:
 “If I can see the world through my client’s eyes, then I can sell my client what my client buys.”
You've got to see the world through your client's eyes and understand what they're looking for. I heard Jerry Ghionis once talk about the secret to creating incredible images. The key is to photograph your subjects as if you were looking through the eyes of one of their loved ones.

Well, marketing is no different - you've got to know your client and see the world through their eyes!
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Tips to Help You Hold Focus...on Your BUSINESS!

2/3/2025

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by Skip Cohen
​
It's the "slow season" and Marketing Monday, making it the perfect time to think about staying focused on each component of your business you hope to strengthen for the new year. As a photographer, the slow season is rapidly ramping down, but just because business is slow doesn't mean you should be.  

​All of you know how to hold focus with a camera in your hands, but more of you need to focus on your business and set priorities. It's not an easy task; there is no AF button to hit. It's hard to stay focused on building a stronger business when you want so desperately to work directly with clients and bring in revenue. Plus, everyone has favorite projects that are a lot more fun to work on than the infrastructure of your business.

Here are some tips to help you hold focus on what's most important:
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  • You don't have to react to every distraction. There are people who will come into your life, often dozens of times each day, without "knocking." They just appear in an email, text, or phone call and want instant gratification. Trying to please everybody is a definite path to frustration and, eventually, failure. You don't have to respond to everything or everyone that wants to suck up your time.
  • Make a list. Personally, I've never given up on hand-written lists. The app on my iPhone or my computer isn't enough. Writing it out longhand forces me to retain it longer in my memory. A written list helps me stay focused, and I cross off each item as I finish it, giving me these great little bursts of accomplishment.
  • Establish priorities!  This is the hardest of all. It's impossible sometimes to isolate the most critical aspects of your business on a daily basis, but if you knock off one significant thing every day, it makes a difference.
  • Long-term vs. short-term: Everything in your business has value. Some items are just a flash in the pan and "low-hanging fruit," while others require the skills of a slow cooker. Balance your day with projects that are both.
  • Make decisions! The old rule I was given years ago with my first management job was, "Handle every piece of paper only once!" We're not shuffling paper anymore but shuffling ideas, communications, and projects. 
  • Be a fortune teller! You may not have a crystal ball, but that doesn't mean you can't fine-tune your vision for the future. What do you want 2025 to look like? Most of you wear multiple hats as an artist, business owner, parent, spouse, or friend...success is about balance, and what's in your heart is just as important as your wallet!​

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And when focus slips, take the time to sit down with that family member or associate that you're closest to. Who's your muse? For me, it's my wife Sheila, and so many times I've been stuck trying to find a solution to a challenge in my business, or even something more personal, and she always comes through. But she can't help if she doesn't understand my business - so for those of you who still insist on complete privacy - you need to consider opening up and sharing. 
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As I've written so many times - you can't create images that tug at people's heartstrings if your own heart isn't in it! The slow season has a particular purpose - utilize this time to find balance, appreciate your creativity, and define your goals for your definition of success in 2025 and beyond.
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Business Breakthroughs for Photographers

1/29/2025

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by Skip Cohen

Many years ago I launched a series called Fast Food Friday. The series was all about paying more attention to your business. Most of you are artists, right-brained creative types with a minimal interest in the operational side of the business. So, I set out to give you a new topic with each post to help you fine-tune your business and, in turn, help secure better results for the year.

Well, it's time to update and bring back the series—only business has gotten much tougher.  Trying to run a successful business today is about breaking through the noise bombarding your target audience. Welcome to Business Breakthroughs, a series of business tips to help make your message as a small business owner and artist stand out. I want to help you crush the chaos that gets in the way of the message you send to your target audience.​

It's the perfect topic for Hump Day in the slow season...slowing down procrastination!

Procrastination is NOT a Skill Set!
​Procrastination is the art of keeping up with yesterday!
Don Marquis
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We're a third of the way through the slow season, and many of you still think the marketing fairy will grant your wishes to build your business while you procrastinate!

You've turned procrastination into an art form. You're acting like there's no need to do anything because he'll clean up your website and blog, start building relationships, and even write up a few promotional ideas for the year ahead. NOT!

However, the good news is you've got time to reinforce the foundation of your business for 2025 before things start to pick up. But, if you're not ready, it will be a you-snooze-you-lose scenario.  You know how to focus your camera - now it's time to focus on your business and career.

  • What do you want 2025 to look like? The best thing about this industry is how fluid things can be and often easily changed. You have to think about your goals for the year ahead. If you haven't thought it enough, dedicate the time you need to think it through.
  • Who's your primary target audience for the new year? So many of you have websites that are confusing, especially with your galleries. You're sharing galleries that have no connection to each other. For example, you might mix wildlife and landscape with weddings or portraiture. Having different interests outside your core specialty is essential, but don't confuse visitors to your website. Take the time to think through who your target audience is and see the world through their eyes.
  • Do you have the skills you need? Most of you are answering "Yes" because you think I'm referring to your technical skills in photography, but what about writing, marketing, and relationship building? For example, if you hate to write but are trying to maintain a blog, find help from someone who likes to write. Introduce yourself to the English teacher in the local high school and find an "A" student who loves to write and would be willing to turn your thoughts in solid concepts.
  • Do you need new gear? Analyze what's missing in your equipment. With the upcoming trade shows and conventions, it's going to be a perfect time to talk with the various manufacturers. But this isn't about new gear fever—it's about what you actually need to capture better images!
  • Are you proud of your website? Be honest with yourself. When you visit your site, do you like what you see? Is it easy to navigate? Does it engage a viewer or scare them away?
  • Are you happy with the products and services you offer? So many of you offer services/products that could put a rock to sleep! Call your lab and ask, "What's new?" Old standbys are great, but you need a few things to spark excitement, and there's so much going on in the printing world.
  • How recent was your last post on social media? You should post at least twice a week, whether in a blog format or somewhere else on social media like Facebook. If you only post once every full moon, you're hurting your business more than helping it. Remember, your website is about what you sell, but your blog and social media posts are about what's in your heart. Building readership never slows down, but you've got to give them relevant and helpful content.
  • Is it time for a strategic partnership...or two? Partnerships with noncompeting companies who have the same target audience reduce your costs and expand your reach. You'll always get farther working together than traveling solo!
  • Do you own your own zip code? It's one of the best pieces of advice I ever heard my buddy Scott Bourne share with a group of photographers! It might seem old-fashioned, but at a time when success is based on relationship building, pounding the pavement has never been more valuable. You need to know every business in your community; even more importantly, they need to know you.

No one blog post could ever cover everything you need to build a solid foundation for the year ahead, but I'm going to do my best in the weeks ahead to give you things to think about. Every business is different, and if the ideas I just shared above don't apply to you, take the time to be honest with yourself about what you're missing. This is one of the most competitive markets in the history of photography, and you've got to develop the ingredients to make yourself and your business different and better than your competitors.

As I've written in the past, you can't create images that tug at people's heartstrings if your own heart isn't in them! You've got to take the time to focus on your business for 2025—you're the only one who knows what it's going to take to exceed client expectations and make yourself habit-forming!

Last but not least, you know where to find me if you're stuck and need help!

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Trolls or Zombies - STOP Taking Them On!

1/27/2025

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by Skip Cohen
​
​​It's the slow season regarding incoming business, and many of you are spending more time online. Well, it's  Marketing Monday, and while some of this post is from the SCU archives, everyone needs to pay attention to how to behave in any public forum. The challenge is not taking the bait in any of the battles that land on your Internet doorstep.
When you're hunting elephants, don't get distracted chasing rabbits.
T.Boone Pickens
The written word is the toughest to interpret, especially when English isn't everybody's primary language on social media. Plus, you don't have the benefit of hearing the tone in somebody's voice, seeing their facial expression, and making eye contact. Whatever's been written is left to interpretation. Often, the author is labeled a troll when the issue is about poor communication.

But then there are the real trolls, people who hide behind the anonymity of their computer screens and take shots at everything they can find. From direct issues like photo critiques to industry arguments over A.I. and on to politics, the economy, and the environment - there's no shortage of controversial topics to fight about. But if you take a troll on in a public forum, not only will you lose, but getting a rise out of you is precisely what they're after. You let them win simply by reacting.

Here are a few things to remember the next time you decide to take on an actual troll:
  • Unless you know the truth firsthand on any issue, take Abraham Lincoln's advice: 
Don't believe everything you read on the Internet!
​Abraham Lincoln
  • There are no erasers on the Internet. Remember, anybody can read what you wrote, and it's pretty much there forever.
  • You'll never win in a public forum.
  • Stay out of fights that aren't yours. If you need to comment, share something in support of the victim rather than attack the troll.
  • Don't write anything you wouldn't want your clients to read!
  • When it's personal, rely on your network for support.
 
If you're wondering how in the world did I segue to trolls when it's Marketing Monday. Time is your most valuable commodity, and there's never enough of it. In the same way, you've learned the benefits of getting good images right out of the can, and to avoid wasting valuable time in post-processing, fighting battles with trolls and zombies are the same. Battles on the Internet only serve to drain your creativity and energy!

Don't waste the time you should be using to build your brand. For most of you, YOU are your brand. Don't let a troll occupy your time fighting issues that don't matter.  And when a troll criticizes your photographs in a public forum, remember that line from my old buddy Dean Collins. I've used it dozens of times here in the blog...
Beauty is in the eyes of the checkbook holder!
Dean Collins
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How's Your Frame of Mind for the New Year?

1/21/2025

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​"If it weren't for change there'd be no butterflies!"
Unknown Author
by Skip Cohen

​​It's January 21, and I'm betting most of you are still not back in the groove and are running in low gear. There's no sense of urgency. After all, it's the "slow season," and you've rationalized your right to procrastinate just a little longer. Sound familiar?

Most of us go through the same process every year - We think about the previous year, set goals for the new year, and then kick back for as long as we can...just to recharge a little longer. Too often, we think we need to make significant changes in the new year, but the truth is what most businesses need most is more consistency in all aspects of quality - not just what they deliver but how they market, communicate, and interact with their target audience. 

Maybe everything was done right last year, but you need to expand to a broader audience and offer more diverse products/services this year. Perhaps the product line is fine, but you need to find more ways to reach your target audience.

Let's make 2025 the year to maximize potential...
We spend January 1st walking through our lives, room by room,
drawing up a list of work to be done, cracks to be patched.
Maybe this year, to balance the list,
we ought to walk through the rooms of our lives...not looking for flaws, but for potential.

Ellen Goodman
​This isn't meant to be a long post. I just want to plant the seed of an idea to think things through before you jump back into expanding and building. What if you changed virtually NOTHING over the next week or two except making a few additions? For example, utilize a few of the ideas shared in my last post about building more strength into your business during the slow season.

Here's my point - every year is a struggle to grow your business. Some years growth is faster than others, but overall it's the same process. Maybe you need to pat yourself on the back and take the time to creatively chill. Recharge your battery while you look for potential areas for growth, diversity, and increased brand awareness. You don't have to be at a standstill, just take the time to think things through.

There's a lot of optimism for the new year, in spite of the horrific challenges Mother Nature is adding to our lives. So enjoy a little optimism and thoughts about making 2025 one of your best years yet.
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There's No Such Thing as the "Slow Season"

1/20/2025

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When you are up to your ass in alligators it's difficult to remember
 that your initial objective was to drain the swamp!
​Anon
by Skip Cohen

It's Marketing Monday! Here are ten ideas to help you make the most of this time when business is down.

In most parts of the country, January is considered the "slow season" in imaging. But just because business isn't bursting through your door doesn't mean you don't have plenty you should be doing. 


  • Tax Preparation: Too many artists don't know if they made any money in the previous year until they do their taxes. NOW is the time to start collecting everything you're going to need to file for 2024. 
  • Tax Law Changes: I don't know about other states or even some of the newest changes in Federal tax law, but in Florida, the new law permits disaster-related claims for the last six major hurricanes. Check with your accountant.
  • 2025 Promotions: There's a little bump up in business around Valentine's Day, but the next really big seasonal opportunity starts in April. What are your plans to capture business for the Spring? Easter, Mother's Day, graduation, prom season, and Father's Day are all in the mix - but take the time to plan your strategy.
  • Direct Mail Campaigns: Once again, this is the time to lay out your plans for the Spring. A good direct mail piece can't be bought off the shelf, but with help, you can design, produce, and mail an outstanding high-impact piece to your target audience. Check out all the support available from Marathon Press. And if you get to them in time, they'll even help you with an expert to guide you through the process.
  • Partnerships: Stop thinking you always have to fly solo! Partnerships reduce your costs and expand your reach. NOW is the time to set up a few lunch meetings with companies whose products complement your target audience's needs.
  • Your Equipment: Is it time for a tune-up? Don't wait until your first big event of the year to double-check all your gear. From cleaning to fully charged batteries, ensure everything is ready to go when needed.
  • Community Events: While there's not a lot going on in most communities, what are you doing in 2025 to give back? So many non-profits need support, not just financially but with volunteers.
  • Networking Luncheons: You don't have to be a member of a national organization like Rotary to start a networking program. For example, a wedding photographer could easily set up lunch for a group of companies all associated with weddings. Florists, wedding planners, venues, bands, limo companies, bridal shops, salons, bakeries, travel agencies, tux shops...they all target the same audience. Find a local restaurant with a private room and a cheap, easy lunch menu - then make a few calls. You're just getting together to talk about the community's needs. You'll be amazed at the number of cross-promotional ideas that can come from meeting with a group of companies with the same target audience.
  • Your Skill Set: Whatever you're missing, now's the time to raise the bar on your abilities to capture stunning images. Whether online or at an upcoming convention, educational venues are everywhere. Remember, growth only occurs outside your comfort zone.
  • New Products: Many of you offer products that would put a rock to sleep! Take the time to call your lab and just ask, "What's new?" Technology never stands still, and today, there's so much available to offer your audience.  

But none of the above happen by themselves. It's up to you to open the door and get started. And if you're a little overwhelmed in the beginning at trying to improve things in your business, don't let the alligators scare you. The longer you wait to be proactive, the bigger the swamp! The good news is that every challenge you'll face and resolve is another brick in the foundation you're building for the new year!
If you wait for all the lights to turn green, you'll never get started on your journey.
Zig Ziglar
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Time Waits for No One

1/13/2025

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A.I. image from Adobe Stock

Happiness is a Journey, Not a Destination...

For a long time it seemed to me that life was about to begin - real life.
But there was always some obstacle in the way.
Something to be gotten through first, some unfinished business, 
time still to be served, a debt to be paid.

At last it dawned on me that these obstacles were my life.
This perspective has helped me to see there is no way to happiness.  Happiness is the way.
So treasure every moment you have and remember that time waits for no one.
​

Souza
by Skip Cohen
​
The wisdom above is from a refrigerator magnet that's been on my whiteboard for many years. I know I shared it in a post or two over ten years ago, but it deserves to be shared again.

So many of us waste time looking for happiness, when all along it's right there in front of us. Sometimes, it's hidden under the emotional baggage we all carry around. Most of the time, if you haven't found happiness, you just haven't looked hard enough.

It's January and in most parts of the country it's the "slow season." So, while you're working on your plans for the year ahead, this is the perfect time to think about your journey and make sure it's running on being happy. You can't create images that tug at people's heartstrings if your own heart isn't in it.

Wishing everybody a great week ahead.
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Tax Season: Don't Let it Become Rocket Science!

1/8/2025

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“It’s income tax time again, Americans: time to gather up those receipts, get out those tax forms,
sharpen up that pencil, and stab yourself in the aorta.”

Dave Barry
by Skip Cohen

​It's Hump Day, and while it might be considered by most to be the slow season in photography, it's not the slow season for the operating side of your business. NOW is the time to start the scavenger hunt for everything you spent money on in 2024. DON'T WAIT UNTIL THE LAST MINUTE!

I'm always amazed at how many small business owners, especially photographers, don't take the time to review all the costs involved in running their business. I am not an accountant, but here's a list of things you should review so you don't miss anything when you're doing your taxes!
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In addition, here are a couple of areas people don't always realize or simply forget:
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  • Home Office: Check with your accountant, but if you operate a home office, you can deduct a standard percentage of expenses for home insurance, utilities, mortgage/rent, and home security, just to name a few.
  • Part-time labor: If you had a big job during the year and, for example, paid a second shooter for help - it's deductible!
  • Non-profit Gifting of Gear: "Donations" is listed above, but look beyond any cash contributions. For example, did you donate any camera gear to a non-profit program like a youth group camera club?
  • Lab Costs: "Printing" is listed above, but make sure you look at costs for marketing materials as well as your lab and album company. 

Here's my point - we're all stuck paying taxes. Don't wait until the last minute to determine what you owe. And if you don't have the skills to understand tax law, then get yourself an accountant. You've worked too hard to pay more than what's actually due!
“You must pay taxes. But there’s no law that says you gotta leave a tip.”
Morgan Stanley

“Dear IRS, I am writing to you to cancel my subscription.
Please remove my name from your mailing list.”

​Snoopy (Charles Schultz)
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Customer Service: Your Chance to be a Leader

1/6/2025

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“Statistics suggest that when customers complain, business owners and managers ought to get excited about it. The complaining customer represents a huge opportunity for more business.”
Zig Ziglar​
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by Skip Cohen

It's the first Marketing Monday post of the new year, and while typically my posts are more photo-centric, today's applies to EVERY business, not just professional photographers.

This is the time of year when many of you are still working to resolve customer service issues related to business left over from the holidays. Great customer service is your not-so-secret weapon for building a stronger brand and separating yourself from your competitors, and it doesn't matter what business you're in!

Too many of you think unhappy customers are a curse—the dark side of owning a business. In reality, they're an outstanding asset if treated right! Not treated right, unhappy customers have the potential to influence thousands of people through their social media and personal reach.

​It's time to stop being afraid of angry customers. Remember, you've got two ears and one mouth, so listen twice as much as you talk!

  • It all starts with a fundamental understanding of the customer: It doesn't matter if they're right or not; they believe they're right, and you need to listen. You have to accept that something happened that shouldn't have—no matter who or what caused it, you have a chance to resolve the issue.
  • Fine-tune your listening skills. Don't react to anything they say until they're done saying it. This is a tough one, but it can start with a simple opener: "Hi, this is _____, and I understand you're not happy with something we did. How can I help?"
 
You can modify the opener any way you want, but the defusing line is "How can I help?" Another one to use is "Let's see if I can help fix this for you." Your goal is to demonstrate empathy, kick back, be quiet, and listen. 
​
Challenges with unhappy customers will happen as long as you're in business. Here are some suggestions to help you build a stronger brand and a reputation for integrity, empathy, and GREAT service.

  1. Respond promptly – don't let things go more than a day without getting back to your client. When an upset customer doesn't hear back from you promptly, they assume you're hiding or just don't care.
  2. Communicate with your client via phone or face-to-face. Email doesn't always work as well when you've got an argument on your hands. Your customers need to hear your voice; a little eye contact is much better. Pick up the phone and call them whenever possible.
  3. Take the blame – seriously, even if the problem wasn't directly your fault, it's still your business.
  4. Don't delegate the battles—There's nothing more frustrating to an angry customer than feeling you're hiding behind one of your employees. And when it can't be helped, if an employee is on the frontline of "battle," give them the power and tools to resolve the issue. Resolve issues quickly with solutions that are valuable to the consumer. Come up with a resolution and work towards one that your client feels is fair.

Here's a perfect example, which I know I've shared in past posts. Living in the Chicago area years ago, we tried carry-out from a new Chinese restaurant. Halfway through dinner, we found a small dead cockroach in the fried rice. I immediately packaged everything back up and stormed back to the restaurant for a refund. Instead of immediately apologizing and handling my request, the owner complained that the rice was already half-eaten! She then wanted to give me a gift certificate to come back! Obviously, we never ate there again, but to try and argue with me about the merits of their food at that point was far from realistic. 
 
Remember, one angry customer today can turn into a troll and undermine your credibility throughout the community. And the community, especially in cyberspace, goes far beyond your city limits. On the other hand, a satisfied customer who feels you've been on their side and working towards solving the problem will help build a foundation for future business.

"Your customer doesn't care how much you know, until they know how much you care!"
​Damon Richards
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Time to Kick Back and Chill?

1/3/2025

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A.I. Image from Adobe Stock
Almost everything will work again if you unplug it for a few minutes, including you!
Anne Lamott 
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by Skip Cohen

We're officially into the "slow season." Normally, I suggest that just because business slows down, that doesn't mean you can. At the same time, everyone needs to recharge their battery, and this weekend is the time.

But, there's an art to kickin' back...you can only enjoy it if you've got a relatively clear head. That means tying up loose ends, reviewing any deadlines you're chasing, and, in summary - getting the monkey off your back!

A clear head sets the tone for relaxing, appreciating your family and friends, and daydreaming a little. What do you want 2025 to look like—not just from a business point of view but also from a personal one? 

Years ago, I gave up on New Year's resolutions. Instead, I find setting a few goals far more productive. A few times, I've even written them down on my calendar and tracked my progress. Rather than set rigid deadlines for completing specific tasks or projects, if it's personal, I just pick times in the future to check on my progress. 

Here's my point on this first Friday of the new year - Now is the time to take a short break and do whatever it takes to make your heart soar! This isn't directly about business but building up your attitude for the future. Remember, as artists, you can't create images that tug at people's heartstrings if your heart isn't in it.

So, this is the time to take a break, kick back and chill. Smile more, and spend time with the people you appreciate the most, especially yourself!

Each person deserves a day away in which no problems are confronted, no solutions searched for.
Each of us needs to withdraw from the cares which will not withdraw from us.

Maya Angelou
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Marketing Monday - Wrapping Up the Year!

12/30/2024

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by Skip Cohen

It's my last Marketing Monday post for 2024. There's not very much you can do to impact the year's sales. However, there are a few loose ends to wrap up and things you can do to secure a stronger business going into the new year.

  • Most importantly, are there significant equipment purchases you need to make? You have just two days left to sneak in tax-deductible purchases before the new year. And while bigger sales typically show up as new gear is introduced by the manufacturers next year, there are some pretty good holiday closeouts going on right now.
  • Partnerships in 2025: Whether it's cross-promoting with another vendor (a florist and a wedding photographer, for example), joint email and snail mail blasts, or joint sponsorship of a community event, there's never a bad time to plant the seed of an idea. Working together with other companies extends your reach and reduces your costs.
  • Saying "THANKS:" Are there companies and people who helped you during the past year that you've missed connecting with as the year comes to a close?
  • Pricing in 2025: I often hear photographers concerned about their pricing and the fear of raising prices. Obviously, you need to pay attention to being competitive in your community, but you don't need to be the cheapest to build your brand. As you consider raising prices, think about your complete brand. How are you perceived in the community in terms of the quality of your work, integrity, on-time deliveries, and fun to work with? Don't underestimate the value of "fun." It's one of those words so often lost in business today, but one of the things consumers talk about most.

I'm excited to bring this past year to a close. It was a tough year, and I'll do my best not to look back on it. From dealing with Mother Nature to family and friend health issues to just the world in general, 2024 will not make the Hall of Fame! However, believing that most clouds have a silver lining, the part of 2024 that always felt good was all thanks to you, my readers.

Blogging is a labor of love, and thanks to your feedback and support, posting regularly has become so uplifting. Thank you!

As the year comes to a close, I want to wish everyone a Happy and healthy new year. Stay safe, dry, and warm. I hope you can celebrate your wave good-bye to '24 with the people most important in your life.


Happy New Year!
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Photography Gear and a Guest Rant With a Purpose

12/23/2024

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Need new gear? My vote is to go steampunk! **
Intro by Skip Cohen

Last week, my good buddy Scott Bourne posted the rant below on Facebook, focused on helping new photographers make better choices about their gear. Like virtually any specialty, the imaging world is filled with "experts." And while there are a lot of great educators/influencers out there, I'm always amazed at how many new artists fall for the "clickbait" Scott wrote about.

Many years ago, Vincent Laforet spoke at Skip's Summer School. I remember him talking about when he first started and the challenge of capturing the images he wanted when his cash, and in turn, his gear was so limited. "You know what you do when you don't have a lens long enough...you move in closer!"
 

Thirty years ago, when I was at Hasselblad, a photographer came up to us at our booth at Photo East and asked for a list of everything Denis Reggie shot with. We gave him the list and he went immediately to B&H there on the show floor and bought almost all of it. The following year, at the same show, he came by the booth and dropped a few dozen 5x5 proofs on the counter and said, "I bought everything Denis Reggie uses, and my images don't look any better with Hasselblad than they did with my old gear!"  He'd shot everything f8 @ 1/125!

Here's my point - before you get sucked into buying new gear, which you may well need, take the time to review your skill set. Put your money into your education and building the operational side of your business. And if you need something exotic and expensive, rent it first! 

Here's one more story: Joe Buissink tells a great story about spending too much money on a tilt/shift lens when he first started. He was convinced it's what he needed to make his work look different. Instead, his purchase tied up capital he could have used for better ways to build his business. Plus, he barely used it and sold it a year or two later for a loss!

​A big thanks to Scott for permission to share his rant! Scott should be on your radar - click on his link above and follow him on Facebook. He's always got something worth sharing.

**A.I. images from Adobe Stock

by Scott Bourne

​I can think of no greater waste of time than watching the #photography "influencers" talking about their gear. I am sad that new photographers get duped by these people and fall for their click bait.

  • No matter what camera/lens you use, they will convince you it's not good enough and what you REALLY need is the gear THEY (get paid to promote.)
  • Use any camera you like. In the last five years I think I've encountered one bad camera and one bad lens and both were niche products that most of you will never have heard of.
  • Your camera is good enough!!!!!!!!!!!!!!!!!!!!!!!!!

Here are some additional thoughts...
  • Don't be bullied by the Full Frame Mafia. Use Micro Four Thirds or APS-C if that works for you.
  • Don't fall into the cult known as "The Religion Of Low Light Performance Pixel Peepers." They will convince you that even the slightest spec of digital noise ANYWHERE in your picture is baaaaad.
  • Lastly, don't be tricked into thinking you need an f/1.2 lens for every single shot so you can have perfect BOKEH BALLS. That is a fad. It will pass.

This is all nonsense and it's all the nonsense you will find on YouTube. No doubt there are some thoughtful, talented people who want to help you there but even then - you're better off just practicing with your camera.

All you need to do to improve is this. Just read your camera manual, learn how to operate the camera properly and go make as many photos as you can.

You will be twice the photographer any of the YOUTUBE "influencers" are within a year's time.

​Rant over...
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